Will Former 'Jane' Eds Make New Weekly 'Page Six Mag' Cool?

Remember Page Six The Magazine? The first issue, helmed by Jared Paul Stern, was a glossy brand extension of Richard Johnson's fiefdom. The second issue, published months later, was another decent, if seemingly random, attempt to further monetize the paper's gossip sheet. It was also presumably to give the celebrity weeklies a run for their money—though coming out once every eight months or so isn't the best way to instill fear in your competitors. But multiple sources confirm that Page Six The Magazine is coming back on Sunday, Sept. 23 as a weekly, and it won't look very much like its predecessors. Instead, it'll be more like the New York Times money-minter T. But can a glossy lifestyles magazine make it attached to a gritty tabloid?

As of now, Col Allan & Co. seem to be betting yes. They've lined up an interesting masthead for the launch, most of whom have a fashion and/or women's magazine background. Helming the ship is former Harper's Bazaar executive editor Margi Conklin, and the Post has also snagged several refugees from Jane: Former Jane executive editor Stephanie Trong is lined up to have the same title at P6M (hopefully this will mean Jeff Johnson will write for them!), former special projects editor/entertainment Shelly Ridenour will be features editor, and former market/fashion news editor Kelly Culp has signed on as fashion editor. Radar assistant editor Rachel Syme will be entertainment editor.

Word is also that they've already managed to land several high-profile fashiony advertisers for the first issue, including Marc Jacobs and Manolo Blahnik.

We're wondering why they decided to call it Page Six The Magazine, if it really has very little to do with Page Six and none of the P6 staffers are even involved (including overlord Richard Johnson). Presumably, the Post felt that the power of the Page Six brand, and awareness of the first two issues, was strong enough that it didn't matter if the content of the magazine was totally different.

So will it work? They're certainly not skimping on the talent, and we also hear that they are paying freelancers quite well. But it's a crowded field they're entering, and doing it as a weekly—as opposed to the monthly-ish T—will be challenging, to say the least. We're envisioning a sort of Sunday Styles-meets-New York vibe, but with shorter paragraphs. Presumably they're going for the same fashion-media-power nexus that devours Page Six (and the Styles section), but that doesn't typically buy the Sunday Post. Will this make the Post a must-read on Sundays? Maybe. Will it make Times-fellas Trip Gabriel and Stefano Tonchi sit up from their piles of cash and take notice? Slightly less maybe but still maybe. One thing we're sure of: It'll provide gainful employment for former Jane staffers. In that, at least, everyone wins!